Factors Affecting the Innovative Paddy Cultivation and Marketing (Thanjavur District)
A. Elangovan1, N. Bharathi2

1Dr. A. Elangovan, Professor & Head, Department of Commerce, Periyar University, Salem (Tamil Nadu), India.

2N. Bharathi, Ph.D Research Scholar, Department of Commerce, Periyar University, Salem (Tamil Nadu), India.

Manuscript received on 13 October 2019 | Revised Manuscript received on 27 October 2019 | Manuscript Published on 26 December 2019 | PP: 1142-1145 | Volume-8 Issue-12S October 2019 | Retrieval Number: K131410812S19/2019©BEIESP | DOI: 10.35940/ijitee.K1314.10812S19

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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open-access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)

Abstract: Paddy (rice) is the most important one, especially in countries like India. Indian States Tamil Nadu is majority states which cultivate paddy in Cauvery Delta Region. Thanjavur is one of leading district in paddy cultivation Since last decade has not shown any significant improvement. Results and finding :lack of awareness among the labours is first rank of identifying in the study area with gthe mean score of 65.44 because the workers are not skill with this new method are SRI method.next majour problem of weed control and strain in use of cono weeder with the mean score are 61.64 and 57.39 respectively describes that Demanding Sample paddy at Free of Cost and High Dominance of Market Intermediaries are the major factors influencing the Problems in market with the highest mean score of 63.08and 61.97 High Commission Charged 60.02 and Credit Sales 57.83 are identified as the next major reasons for Problems in market by Market Intermediaries and they are ranked third and fourth respectively. Reasons such us Lack of Consultation Before Price Fixation, Demanding paddy beyond Actual Weight are ranking fifth, sixth, respectively. The research paper concluded that cultivation of paddy is a profitable enterprises in the study area Around three percent of the harvested paddy was being lost at firm itself farmers realized higher profits when they sold their paddy produce through Governments direct procurement. centers , hence channel was more efficient that other channels. The major marketing constraints faced the producers (or farmers) in the study area were higher marketing cost , the distant location of DPC” and lack of awareness on market information and market intelligences services, services, Farmers should be educated and trained on post harvest operations that would greatly help them to reduce the post – harvest losses in rice, Further delay in weighing and payment are to be avoided in the Direct Procurement Centers (DPC) so as to encourage farmers to take up efficient production decision for the next season. The agro department organized most awareness and training program provided to farmers and develop innovative methods of paddy cultivation.

Keywords: Paddy, Farmers. SRI Method, Market Intermediaries.
Scope of the Article: Marketing and Social Sciences